Amazon claims first blood in online shopping battle

Posted on September 16, 2012

 

As reported earlier in this blog, Google is shifting its shopping tool to a paid-for model, rather than the free search service presently provided. Not due to be released in the UK until well into 2013, the model is presently being trialled in the US, with some surprising results.

In order to be displayed in the generic search results, retailers are being asked to pay to be listed. Still requiring strong SEO to return results, it seems that many are not playing ball, with Amazon being one of them.

It is surprising that no Amazon results appear in the listings, particularly when searching for the Kindle for example. However, the truth is that their refusal to pay is not a surprise. Amazon itself has clearly stated its intention to corner the online commerce entry market.

It is unlikely to stop the progress though.

Whilst many US based firms are feeling hard done by in now being asked to pay, others are happy that they have greater control over their listings.

How many retailers are paying has not been confirmed by Google. All it has stated is that there as been a “significant” uptake. A US marketing company has also said that nearly two thirds of its clients are paying.

Furthermore, ChannelAdvisor went on to say that those paying clients had seen purchase rates triple.

However, should a high number of retailer previously found when searching on Google not be found, it could force them to start their search on Amazon.

How the battle plays out before it comes to the UK will be watched by marketers with interest.

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